Platinum World Champions League Sets a New Benchmark for Luxury Event IPs
by Rakhi Jerly Industry Watch | April 7, 2016 | News
Platinum World Group Femina Miss India Royal Western India Turf Club
Glitz, glamour, gourmet and more made it to the inaugural edition of Platinum World Champion's League (PWCL) held on Mar 26, 2016 at the Royal Western India Turf Club (RWITC) in Mumbai. The one of its kind Derby event from Platinum World Group has created a new benchmark for luxury lifestyle IPs, with Night Horse Racing as its backdrop.
Sushil Shamlal Wadhwa - Founder & CMD, Platinum World Group, commented, “PWCL is all about Racing, Fashion, Glamour, Gourmet Cuisine, and Curated Entertainment. There was no such property currently in the night racing space. We saw this as an opportunity to create something that would attract the high-end audience and luxury brands to partner with us. RWITC provided the perfect setting as a venue with open green spaces, a horse racing track, and a 100+ year old historic structure as the backdrop.”
Birju C Gariba - CEO & Executive Director, Platinum World Group, elaborates, “After having carved a niche in luxury MICE-focused events, weddings, and luxury holidays, the next obvious step for us was to develop IP’s in the same space which enhances the luxury offering portfolio of Platinum World Group. We have always felt passionately about a Horse Racing event at the Turf Club due to the high Luxury Quotient and had associated with them in the past as well, as co-sponsors . This year, however, we decided to take this up a notch to make it our own IP event that we intend to do on an annual basis. With the right combination of Gourmet Food, Lifestyle Fashion & Curated Entertainment this IP will be a right platform for all Luxury Brands to engage with potential clients on a very informal setting unlike other typical events where engagement is limited on various counts. The media traction generated with millions of views through Social Media & news papers will also justify a huge reach in addition to the Engagement opportunity. This is one bet that will be a complete win-win for all.”
Mumbai’s creme de la creme - celebrities, corporates, consulates, models, actors, singers, and socialites - came out in their glamorous best for the event. The Miss India finalists and winners also made an appearance, upping the glamour quotient of the evening. The girls flaunted their ensembles from RS by Rippii Sethi - the official designer for their Race Day wear. Apart from fashionable turn out, the engaging entertainment sessions and the delicious service by Gourmet Renaissance - White Glove Premium Catering had the guests complimenting PWCL as one of “the classiest and most entertaining race day event” they’ve ever attended.
On the curated entertainment front, Platinum partnered with Adrija Gupta, Gaysil & Nash Naubert, Vikas Bhalla, Shibani Kashyap, Talia Bentson represented by Talentz World, and The Indian Projekt & Shahid Mallya represented by Go Live. Supreet Bedi was the Emcee for the evening. Other supporters and partners included Moevenpick Premium Swiss Ice cream, speciality beverages Rio Sparkling Wine, Turning Point Sangria, and Ballantine’s Whisky by Pernod Ricard, along with Celebrations Partner Aspri Spirits - Stolichnaya (Premium Vodka and Two Oceans Wine). Gift Vouchers were sponsored by THRS (Vouchers for Palazzo Versace Dubai), Shangri-La Hotels & Resorts (Vouchers for Dubai, Abu Dhabi, Oman, and Manila), Park Hyatt Dubai, Penha Longa Resort & Spa, Sintra, Portugal (Ritz Carlton), and Grecotel Hotels & Resorts, Greece.
The Miss India’s made their grand entry to the event in a Maserati Gran Cabrio and Quattroporte - courtesy Petal Maserati, while the event’s partner Navnit Motors brought in the BMW 7 Series and had Platinum’s CMD Sushil Shamlal Wadhwa make his entry in Rolls Royce Wraith. This was the first time that RWITC had allowed two cars on the race track, simultaneously. The floodlit race and accompanying entertainment events also claim a few other firsts to their credit - the first time ever for the Miss India Organisation to bring all the pageant finalists to the Race Course, and the first time a race event had performances by seven different artists.
The combination of luxury and glamour has brought out an overwhelming media support and follow-up for the event. An encouraging social media response was gauranteed by the official pages of Femina Miss India, Miss India Winners and finalists, celebrity guests and the various artists performing on the occasion. Personal flyers stating “I’ll be at #PlatinumWorldChampionsLeague by #PlatinumWorldGroup” were shared to their fans and followers, which lead to the pre-event online buzz to attract attendees. During the event, the celebrities and guest LIVE tweeted and posted their pics with the same hashtags, taking the events reach and engagement close to 3 million. Post event, PWCL made front page news on ET Panache, Midday, and Bombay Times, amongst others. The collective social media and print media reach is estimated to have touched close to 10 million people.
Elated by positive response for their IP, Sushil remarked, “We are thrilled with the fantastic response to the debut of Platinum World Champions League by Platinum World Group, and are looking forward to doing this every year with the right set of luxury/lifestyle brands. We could make this event travel to other cities like Pune, Delhi, and Bangalore where horse racing is prevalent, giving our partners/sponsors an exposure to the high-end audience in these cities, helping them promote and sell their brands to a discerning audience. We may also extend this association to Polo and Golf in the years to come.”
Festivals, Lifestyle, Sports, Business...Click here for the full list of categories in Event Intellectual Properties at WOW Awards Asia 2016.
With glamour, celeb power, curated entertainment, and gourmet service, the IP received a highly encouraging response from sponsors/partners, guests, and the media - reaching close to 10 million people